A comparative study of the value co-creation in remote services

2015 Fiscal Year Final Research Report

• Project/Area Number: 26780202
• Research Category: Grant-in-Aid for Young Scientists (B)
• Allocation Type: Multi-year Fund
• Research Field: Management
• Research Institution: Niigata University
• Principal Investigator: Ito Ryoji 新潟大学, 人文社会・教育科学系, 准教授 (60445872)
• Project Period (FY): 2014-04-01 – 2016-03-31
• Keywords: オフショアリング / コールサービスセンター / プロトタイプ理論 / 価値共創

Outline of Final Research Achievements

This study analyzes the value co-creation process between service agents at offshored call service center and onshore customer. Specifically, this study attempts to reveal the key concept for the evaluation by onshore customers toward offshored call service center agents. Theoretical and empirical considerations found that co-created value between agents and customers depends on the degree of similarity between the agents over the phone and the prototypical (from the perspective of onshore customers) onshore call service center agents.

Free Research Field

オフショアリング研究、経営戦略論、国際マーケティング